Show and Sell
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Image-based social media applications including Instagram, Pinterest, and Vine, are an exciting marketing trend for 2013. People naturally connect more quickly and on a deeper level with images than with text, making these platforms an excellent way for businesses to engage with their target audiences. Want to learn more about how these trendy apps can be used to boost business? Executive Vice President Francis Skipper will teach attendees how they can to show, rather than tell, and integrate image-based social media into their content marketing strategy without exhausting resources. From creating a strategy to re-purposing existing content to share across multiple platforms, attendees will leave with an understanding of popular image-based social media platforms and a blueprint for using them to interact with their audience.
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Show and Sell
- 1. Show and Sell: Using Image-Based Social Media to Connect with Your Audience
- 2. Francis Skipper Executive Vice President 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 3. National Public Relations, Social Media, and Search Marketing Agency Founded in 2004 Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts About 451 Marketing
- 5. Agenda • Intro to Image-Based Social Media • An Overview of Pinterest, Instagram and Vine • Best Practices for Image-Based Social • Case Studies • Q & A
- 6. Blogging – roughly 1,000 words Evolution of Social Media Posts Twitter – 140 characters #charceuterie #yum Instagram – image and a few words
- 7. “Every day, more photos are taken with the iPhone than any other camera” Why Image-Based? You’ve seen the iPhone TV ad:
- 8. Super-succinct way to communicate thoughts and emotions feelings People love pictures, and they really love sharing pictures of themselves, their families, pets, food, favorite clothing items, sunsets, and a host of other random things. Why Image-Based?
- 9. 55% of mobile market in US is smartphones - 129.4 million people Why Image-Based? (Via comScore)
- 10. Humans Are Visual >65% of people describe themselves as visual learners Our brains react more quickly and with more emotion to images when compared to text
- 11. Why Image-Based? >65% of people describe themselves as visual learners 44% of respondents are more likely to engage with brands if they post photos than any other type of media
- 12. Why Image-Based? For Consumer Brands A great way to showcase your products and corporate culture
- 13. Why Image-Based? For B2B A great way to put a personality and face behind your brand
- 14. Why Image-Based? Image-based social media is scalable and repeatable
- 15. • Pinterest has 48.7 million US users • The average Pinterest user spends 98 minutes per month on the site • Women are 5 times more likely to be on Pinterest Pinterest Receives 3rd Most Hits/Week Among Social Media Sites
- 16. A platform for storing and sharing your brand’s images which helps drive traffic to your company website and even converts to sales Two Primary Goals • Increase Brand/Product Recognition • Drive Traffic to Your Site What is Pinterest?
- 17. What is a Pin? An image added to Pinterest. What is a Board? A collection of pins with similar theme
- 18. April of 2012, Instagram launched its app for Android. In less than one day, more than 1 million downloads Less than three years after its launch, Instagram had 100 million monthly users
- 19. What is Instagram? Photo editing app that started on the iPhone allows users to generate their own images and enhance them dramatically through artistic features Uses hashtags to categorize images and a “like” feature
- 20. Vine is a mobile application that lets users capture a number of film frames, which are looped into 6- second videos and shared on Twitter What is Vine?
- 21. • Six months after Vine was released, it topped the Apple Store free apps chart • Between Feb 9-10, 113,897 Vine videos were shared – or 2,324 videos every hour
- 22. • Tumblr is a social platform for blogging, primarily used to share images and gifs • There are currently 102 million Tumblr blogs • The total number of Tumblr posts to date is 22.6 billion • In March, Tumblr had 29.2 unique visitors • Each user spent on average 154.1 minutes on Tumblr in March 2013 • 52% of visitors are male
- 23. Look Before You Leap Make sure image-based apps support your existing social media strategy. Decide– what story do you want to tell with your images?
- 24. Goals for Image-Based Social Encourage customers to showcase how they use your products Capture and share customer testimonials Promote events Share how-to’s related to your product or industry Promote other content in an engaging way Display products Drive traffic to ecommerce Showcase corporate culture and giving Deliver a company announcement Share behind the scenes glimpse into operations
- 25. Setting the Foundation Fill out profiles and brand platform
- 26. Add Links to Your Site Setting the Foundation
- 27. • Visual Content You Already Have Pictures of products, covers of your publication, images from your last event • Compelling Visual from Blog Posts To link back to blog content • Infographics & Data Visualization Highly pin-able and good place to link What Images Should I Share?
- 29. Content for Different Audiences
- 31. Host a Visually-Based Contest
- 32. Post Images on Multiple Platforms Get the most mileage out of your images – but use best practices
- 34. Create CTAs
- 36. DON’T Solely Self-Promote Pin content from other related/complementary users & brands DON’T Assume You Have Nothing to Offer Consumer & B2B brands find success on Pinterest DON’T Post Low Quality/Shaky Posts Make each post worthwhile Don’ts
- 37. Case Study: Annie Selke Companies Pinterest users prove to be big online spenders for luxury interior design purveyor Annie Selke Companies
- 38. Case Study: Annie Selke Companies Goal Increase brand awareness and drive sales using social media. Approach 451 Marketing launched exciting Pinterest campaign showcasing the brands’ high quality and visually appealing products. 451 also helped execute “Pin to Win” promotions. Results In the first year of the campaign: • 135 assisted conversions - 50% last interaction conversions • $39,019.32 in direct sales
- 39. • Decide on a strategy – what story do you want to tell with your images? • Add social sharing buttons to your website, so fans can easily spread the word • Find ways to involve fans: competitions, photos of them using your product/service • Focus on your customers: what images do they find useful and entertaining? • Images don’t have to be professionally shot, but be thoughtful Takeaways:
- 40. Questions?
- 41. Show and Sell: Using Image-Based Social Media to Connect with Your Audience
Editor's Notes
- as more people engage with social media on smartphones, they’re discovering that pictures – taking, sharing and viewing – on a high-res phone is much less tedious than typing out of viewing status updates or TweetsWith the vast amount of information thrown at us every day, pictures have become our default mode of sorting and understanding information
- Business are learning to show, rather than tellIt takes our brains seconds longer to connect with textBetween 65% and 85% of people describe themselves as visual learnersA 2012 study by ROI Research found that when users interact with friends on social platforms, it’s the pictures they take that they enjoy most44% of respondents are more likely to engage with brands if they post photos than any other type of media
- A 2012 study by ROI Research found that when users interact with friends on social platforms, it’s the pictures they take that they enjoy most
- Business are learning to show, rather than tellIt takes our brains seconds longer to connect with textBetween 65% and 85% of people describe themselves as visual learnersA 2012 study by ROI Research found that when users interact with friends on social platforms, it’s the pictures they take that they enjoy most44% of respondents are more likely to engage with brands if they post photos than any other type of media
- Search engines now rank content based on social conversions and sharing, not just websites aloneBrands can use visual content on their social media platforms to increase engagement and inspire sharing and viral marketingThe rise of platforms like Vine, Tumblr, Pinterest and Instagram show how visual content is a key force for online communication
- profiles are secondary to the images posted – users choose who to follow based purely on what they see, not the user’s background
- Instagram grew to 40 million users worldwide in just 2 yearsInstagram has 100 million monthly active users40 million photos are posted per dayThere are 8500 likes per second on Instagram, and 1000 comments per second
- No matter the size of your business, visual storytelling on social platforms can bring you increased exposure, consumer engagement, and sales
- ocial media contests allow brands to:make a personal connection with their customers;receive a ton of buzz and PR for the cost of giving away some merchandise, or in many instances, at no cost at all;build a loyal and engaged online community; andmost importantly, drive sales.
- Intro to 451 Marketing